Imagination at the service of innovation
Eric Seulliet, Pierre Musso, Laurent Ponthou - Global Village Edition 2007 - 307 p.
How to invent new products and services that consumers will adopt sustainably? The traditional conception of innovation, mainly based on technological developments, has shown its limits. Faced with this observation, the authors propose to integrate the dimension of the imagination into the innovation strategy.
Indeed, exploring the consumer's imagination will make it possible to better respond to their aspirations and to introduce new profiles. Alongside engineers and technicians, we will find co-actors from the most varied worlds. Whether they are users, media, members of other company departments or service providers, or even competitors, they will all be involved, as innovation leaves the R&D laboratory to become a transversal and multidisciplinary phenomenon. For some companies, this phenomenon is already a reality. For example, IBM is reconstructing its customers' professional environments to anticipate the future with them, Décathlon is introducing multidisciplinary teams at the point of sale to be closer to its customers, Dassault Systèmes is using virtual simulation to invent the products of tomorrow. This new edition, entirely revised and expanded, introduces emerging concepts such as eco-design, bottom-up innovation, the 3D digital revolution, applied prospective, innovation in project mode,... and is based on a hundred interviews and testimonials.
Pierre Musso is Professor of Information and Communication Sciences at the University of Rennes-II. Together with Laurent Ponthou, an ENSEEIHT engineer, graduate of ESSEC and director of insight and customer experience at the France Telecom Group's Exploration Center, they designed and developed the France Telecom R & D Creative Studio.
Éric Seulliet, a graduate of HEC, is director and co-founder of SmartSystem and president of the association La Fabrique du Futur (www. lafabriquedufutur. org).
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